Clothing Brand: Breaking Targets To Hit More Profit Points

Whenever downstream

When evaluating the fabric manufacturer's professionalism or not, most brands will choose the product manuals they provide as the basis for evaluation.

With the help of product manuals, fabric manufacturers should not only embody their own advantages, but also more importantly, from the perspective of downstream clothing brands, tell them why they want to produce these products and what possible market value these products can bring to them.

It can be seen that the "business classics" in the product handbook deserve careful study.

The successful experience of some superior fabric merchants is also worthy of analysis.

Concepts can also be selling points.

In the early days, the foreign fabric merchants' intention book was introduced to tell the customers which are

The idea that we want to convey is quite attractive.

After many years of work, a domestic menswear brand development manager often deals with fabric distributors at home and abroad. He can pick up a useful product concept handbook which is very useful to him from foreign fabric merchants, but these things are basically invisible to domestic fabric suppliers.

In the early stage of product promotion, foreign fabric producers will first show him an intentional manual and tell him that this is some of the concepts that designers want to convey this year, which is quite attractive.

The fabric designer has done a lot of collection and analysis work to study the style, style and color of clothing, and then pform these things into fabrics, starting from raw materials, yarns, etc., using various combinations to express the concepts he wants to convey, and form a series of products.

In his view, the vision and accumulation of fabric designers at home and abroad are different, so there is a certain difference in the depth of product understanding.

Of course, the concept of intentionality still needs to be supported by practical products, and fabric producers will also provide product manuals later.

"Foreign woollen fabric merchants all have very classic product lines. In fact, the changes of these classic series are very small in every season.

But they will give a detailed account of which items were sold well last year, so they are still pushing this year, or the adjustment of a particular detail, where they are changing and why they want to do so.

Such products are excellent, including color and other product details are in place.

Less and refined is the embodiment of professionality.

Unfinished fabric recommendation, only to win volume, often will be submerged good products, which is precisely the fabric business is not professional embodiment.

At present, many fabric manufacturers continue their usual practice, or from the factory's point of view, take all the products that are considered good to buyers, and hope to win by quantity. This makes a sports brand design director very upset.

In his view, many fabric providers often lack patience, do things by their senses, and face large numbers of unplanned ones.

Even if there are good products, they will be drowned, and the chances of being chosen are very small.

The fabric trader's behavior is precisely his unprofessional performance.

"Many fabric dealers promise that they can produce as long as we need them.

In fact, they do not know where their real strengths are.

I can tell you that this can be done, and that can be done. In fact, the number of products is second, and the important thing is to conform to the trend of the season, so that buyers can see clearly the characteristics of the products that the enterprises are good at.

He highly commended the product manuals of Korean and Taiwan fabric suppliers.

The reason why it is good is that the quantity is not large, but the products show the final effect through packaging, for example, the denim fabric is washed by water, and the detailed fabric use instructions are attached.

Because these product manuals have taste and are presented in fashion fashion designers' interest, the chance of being selected is very high.

"What's impressive is that a year ago, a Korean fabric manufacturer recommended the winter down jacket fabric. When we opened the product manual, it was suddenly touched by the atmosphere of its meticulous creation, and it inspired my inspiration. The most important thing is that the product is all carefully selected."

Subdivision targets hit more profit points

From a single customer to a single clothing category, and then to a single fabric category, subdivision gradually, the more thorough analysis of customer needs, the more likely customers will be chosen.

A product manual is not able to open all target markets.

The director of a famous international textile trade enterprise said that only by subdividing the target market and targeted "break down", the product handbook has played its real value.

"Because each customer's needs are different, for example, some brands are of high grade, and they want to use cashmere and wool products, while some brands are cheaper and more popular. The effect of making acrylic and cotton wool is acceptable.

Each customer's grades and market positioning are different, men's clothing, women's clothing and children's clothing are also different, so it's not what we recommend for popularity, but we need to provide relevant fabrics according to customer needs, so that these brands can trust us.

She analyzed.

And how to segment the target market and make the product handbook more responsive to customer needs, she gave an example.

After a long period of contact, a customer needs to know more about the purchase of shirts and trousers. When making the product recommendation manual, he will focus on the two parts, prepare a shirt series and a trouser series.

Among them, there are not less than 10 kinds of fabrics for a shirt series. If there are more kinds of cotton and hemp products, they will make cotton, hemp, silk and other products into the catalogue separately, and there will be changes in the flower pattern and organization. This will open the product price and give customers more room to choose.